How did firms win the Cool Vendor award? Did they have direct contact with Gartner? Did the vendor's clients tell Gartner about them? In the winners' opinion, what are the key factors in winning the award?
How did they find out, and how far did the news spread? Did it move them from one point in the vendor lifecycle to another? Did it change their relationship with Gartner or other analysts?
Does the Cool Vendor award continue to be used, or mentioned? Has it created more value for the company, for Gartner or for clients? How mature are other, later, award winners in the same market?